100%
Engagement
ORR Cycling is a family-owned American cycling brand making carbon wheels, adventure bags, and apparel for riders who want to go for miles. Their pitch is performance without the ego: premium gear built through real-world testing, sold at honest prices, for racers and explorers alike. More about ORR.
The brand had the basics: a logo, colors, typography, but lacked a clear sense of who it was talking to and why. After digging in, the positioning became obvious: ORR is an adventure brand for riders who want to go for miles. The owner felt it immediately. That clarity became the foundation for everything that followed.
Roles: Brand Strategy, Positioning, Web Design, Advertising, Email Design, Marketing Strategy, Photography
Website Redesign
The site was refined to reduce friction: less mental load, more of what a rider actually needs to make a decision. The sale price and regular price were made prominent so customers immediately see what they could save. With ORR moving away from wheels, the layout was rearranged to make adventure bags the focus, and the wheel liquidation was framed as a "Warehouse Clearance Sale" so it read as making room for new inventory rather than a brand going out of business, assuring customers ORR would still be there to support them.
A trust bar was added to quickly signal the value customers get with every purchase, and filters let riders quickly shop the wheel that suits their riding style.
The product pages were redesigned to give riders all the information they need to make a decision, so they wouldn't leave the site. Buying options were organized so the lowest price was the first impression, the initial summary was kept short so as not to overwhelm, guarantees were added under the CTA to sweeten the deal, and more buying options were surfaced for customers to consider.
Ads
The ads were written and designed to speak directly to that rider. Riders care about what they're getting and specs.
